Just like its father/mother is in the online auction space, TradeMe Jobs is the most-visited New Zealand jobs site, reaching that goal a couple of years ago. And, it's aiming to stay there with the help of its first-ever brand campaign via JWT.
The first TV commercial of the campaign, which was shot in Wellington by Robert Sarkies of Capital City Films, was broadcast last night and celebrates how a name is no barrier to getting the top job, as it may have been back in the day. Mr Barber doesn’t have to cut hair, Mr Smith doesn’t have to spend his days at the forgery, and Miss Ramsbottom need not have anything to do with sheeps' bums. And a 15'' spot shows that the tie you wear doesn't necessarily decide your employment fate anymore.
“The TV ads and other elements in the 'Opportunities Galore' campaign reflect things that resonate with the way Trade Me Jobs ticks: a Kiwi identity, our sense of humour and an optimistic attitude,” says TradeMe marketing manager James Whitaker. “The ‘Opportunities Galore’ campaign reminds us that a new job is not just any job, but a chance to get whatever you are after.”
Whitaker says he was attracted to the idea because it was such a great platform. The campaign also includes outdoor and online (the ad is currently pre-rolling on YouTube and is on Facebook).
Cleve Cameron, JWT’s creative director, says it’s a real privilege to be working with such a loved Kiwi brand as TradeMe.
"We’re enthusiastic and energised about the idea of ‘Opportunities Galore’ and reckon there’s a lot of fun to have with it over the years to come."
TradeMe works with a number of agencies (one of which is Y&R) on a project by project basis and this project was thought to have been put out to pitch early this year.
TradeMe joins companies like Contact Energy, PlaceMakers, Ford, Z Energy and DTR on JWT's roster.